Sydney Sweeney’s Revealing New Novig Ad Has TV Viewers Talking

Euphoria star Sydney Sweeney isn’t backing down after backlash to her controversial Novig sports betting ad; instead, she’s doubling down.

Sweeney returned to Instagram on Sunday (October 11) to share a new commercial from the risqué ad campaign. “There are grown men making spreadsheets to bet on what color underwear I’m wearing… I mean, I’m flattered,” she said while wearing nothing but Novig-branded underwear.

“There’s insider trading on dictators dying and armies of bots manipulating it all,” she continued. “There’s someone sitting in a bathroom stall betting their 401K on a war. And then, there are people who just trade on sports.”

The clip ended with a topless Sweeney covering her chest with two footballs, saying, “Novig is just sports.”

 

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A post shared by Sydney Sweeney (@sydney_sweeney)

Backlash was swift when the first ads dropped in September, with some critics and female athletes slamming the commercial as “inappropriate,” “disgusting,” and “oversexualizing” women in sports.

At the time, Novig founder and CEO Jacob Fortinsky defended the campaign, telling Front Office Sports, “Sydney is great at captivating audiences and being the center of attention. In some sense, it forces us into the national discourse.”

He also revealed that Sweeney has an equity partnership with the company and that it was she who approached him about working together. “We’re very excited to have her on the cap table,” Fortinsky added.

The startup was valued at $500 million back in February, according to Fortune, but has since boosted its valuation to $2 billion, per the Wall Street Journal.

Sweeney’s comments in the latest ad take shots at Novig’s main rivals, Kalshi and Polymarket, prediction markets that allow users to bet on everything from sports to entertainment to politics. Those companies have faced criticism for using insider information to place wagers. Novig, meanwhile, promotes itself as being “just sports.”

Fans flooded The Housemaid star’s comments after she posted the latest ad, with many supporting her for sticking to her guns. “Love the hate and hate the love. I’ll always support Sydney Sweeney,” wrote one Instagram commenter.

“Haha. They gone be mad again!!” said another.

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“Can’t wait for the fallout. Round 2 baby!!” another added.

One fan added, “I love the Sydney Sweeney show.”

“Here we go again,” another wrote.

“SHE’S LITERALLY RAGE-BAITING Y’ALL,” said another.

“Love that she doubles down on the hate,” one user added.

Another wrote, “Sweeney don’t give a f***! Love it. They gonna be pissed again!”